The document discusses the workings and importance of Google's Quality Score in 2013, highlighting factors such as click-through rate, relevance, and landing page quality that affect ad performance and costs. It includes insights from speakers and addresses common questions about optimizing quality scores and managing PPC campaigns. Additionally, it introduces Trada, a service that aids businesses in effectively managing their paid search efforts through expert assistance.

1. Featuring
Google:
Quality Score
for 2013
HOW DOES QUALITY SCORE REALLY
WORK IN 2013?

2. Featuring Google: Quality Score for 2013
Meet Your Speakers
Samir Janveja
@sjanveja
Strategic Partner Manager

3. Featuring Google: Quality Score for 2013
Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
13 years of PPC and SEO
@fasterstill

4. Featuring Google: Quality Score for 2013
Meet Your Speakers
Anna Sawyer
Head of Content, Trada
AdWords Qualified, AdCenter Enthusiastic
Digital Marketing Educator
@annafsawyer

5. Featuring Google: Quality Score for 2013
#QualityScore2013
Use the hashtag today
and win $25.

6. Featuring Google: Quality Score for 2013
Your questions,
answered.
Topics covered in this
webinar started with
YOUR questions.
Please keep asking
them!

7. Featuring Google: Quality Score for 2013
High Quality Score =
better performance
In general, a high
Quality Score means a
better CPC price and
higher ad position.

8. Featuring Google: Quality Score for 2013
CTR
Relevance
Ad creative/
keyword matchup Published Quality
Historical CTR of
Score factors
display URL
Landing page
quality

9. Featuring Google: Quality Score for 2013
Relevance factors
Account history The historical CTR of
the display URLs in
CTR of all the ads and the ad group
keywords in your
account Relevance of a
keyword, the ads in its
Account's ad group, the ad’s text
performance in the
geographical region Relevance of a
where the ad will be keyword and ad to the
shown search query

10. Featuring Google: Quality Score for 2013
Landing page factors
Landing page quality The only factor of your
is used as a penalty landing page that can
only. You don’t “get impact your quality
points” or boost your score is the load time.
Quality Score by
having a great landing Landing page
page. aesthetics are not a
factor.
It is meant to police
serious offenders, like
phishing sites,
doorway pages, pages
of just ads, etc.

11. Featuring Google: Quality Score for 2013
Notes about match
type:
Match type DOES NOT affect Quality
Score or First Page Bid.
Match Type DOES affect Ranking and
actual CPC.

12. Featuring Google: Quality Score for 2013
ore
Sc
lity
ua
gQ
Fixin
Delete “bad” Restructure Increase bid Build new
keywords ad groups, prices landing
and ads move poorly- (temporarily pages with
performing or more
keywords to permanently) relevant
new ad content
groups

13. Featuring Google: Quality Score for 2013
Questions
from you How will mobile-
optimized sites affect
Quality Score, and how
should I structure my
mobile campaigns?

14. Featuring Google: Quality Score for 2013
Questions
from you In 2013, social efforts
affect everything. How
can I leverage this to
improve Quality Score?

15. Featuring Google: Quality Score for 2013
Questions
from you What role does
account history play in
Quality Score
Ac coun t calculations?
H is tor y

16. Featuring Google: Quality Score for 2013
Questions
from you Ads in higher positions
have comparatively
higher CTRs. Why
would the Quality Score
still be average/low?

17. Featuring Google: Quality Score for 2013
Questions
from you I know that content is
king in 2013. How do I
optimize landing pages
for Quality Score, SEO
and conversion?

18. Featuring Google: Quality Score for 2013
Questions
from you If landing pages are
important to Quality
Score, are simple one-
page websites
penalized?

19. Featuring Google: Quality Score for 2013
Questions
from you How do ad extensions
affect CTR and Quality
Score?

20. Featuring Google: Quality Score for 2013
Trada for Paid Search
Want a higher return from your paid search?
Lacking the time to effectively manage your campaigns?
Ready to advertise on Bing & Yahoo!, but don’t want to learn another platform?
A community of certified You have control
experts does the work. It’s performance-based.
and support.
When you join the Trada Trada’s experts are paid when In Trada’s Marketplace, you’re the
Marketplace, you have access to they beat your CPA. This means boss. You approve all keywords,
a community of certified online that their goals are aligned with targeting and ad copy before it
advertising professionals. yours, and they will work hard hits the networks, so your brand
to get high-quality clicks and and message are entirely within
Paid search experts are matched your control.
conversions.
to your PPC campaign,
But you’re also not alone. You’ll
then collectively In addition, Trada only
have a dedicated account manager
build out and benefits when we help
to help you set goals and make
manage day- you achieve profitable
decisions, and this account
to-day tasks: conversions. So we’re
manager will keep a close eye on
research, motivated to get you your campaigns to ensure Optimizer
analysis and results – not spend work is top notch and you are
optimization. your budget. getting the best possible results.
Our Optimizer community provides the diversity of
thinking needed to reach a broad audience as well as
the time required to manage campaigns effectively.

21. Featuring Google: Quality Score for 2013
Who works with
Trada?
Mid-market and larger
small companies who
have sophisticated
needs and a small
marketing team.

22. Featuring Google: Quality Score for 2013
Book a demo today.
A Trada Marketplace
Expert will give you a
personalized campaign
assessment and see if
you’re a fit for Trada.

23. ?
Featuring Google: Quality Score for 2013
Check your email tomorrow for a
link to the slides, the recording,
and this free whitepaper, PPC
Quality Score Myths Exposed!
@sjanveja
@fasterstill
@annafsawyer